PR and press strategy for Cardiff's biggest Christmas show — 114 pieces of coverage and 86 million reach.
Wales Millennium Centre is Wales’s national arts venue, producing and hosting major theatre productions in the heart of Cardiff Bay. Mary Poppins was their flagship Christmas show — a six-week run expected to sell out, requiring significant PR traction to match its scale.
• 114 pieces of coverage including reviews and broadcast
• 86 million total reach
• 3,000 engagements
• Broadcast coverage secured with ITV Wales and S4C
• Public photocall in Castle Arcade generating organic UGC
Led the full PR and press strategy for the Christmas run. Secured broadcast access for ITV Wales and S4C on opening day, including cast interviews and behind-the-scenes footage. Organised a live public photocall in Cardiff’s Castle Arcade with the full cast in costume — generating organic UGC and public intrigue. Distributed press photography nationally the following day and coordinated a promotional video with the national marketing team for the show’s own social channels.
A live photocall in Castle Arcade with the full cast in costume — open to the public, designed to stop people in their tracks and generate organic content.
By staging the shoot in public view rather than behind closed doors, we turned a standard press call into a piece of theatre in its own right. Diners and shoppers watched chimney sweepers and cast arrive in full costume — the kind of moment people photograph, share and talk about.
